Multiple Choice questions

Consumer loyalty is based on which of these criteria? a. Conviction. b. Consistency. c. Connection. d. All of the above. e. None of the above.

d. All of the above.

Which of these is/are considered unfair advertising? a. Offending public policy. b. Immoral, unethical, oppressive of unscrupulous. c. Could cause substantial injury to consumers, competitors and businesses. d. All of the above. e. None of the above.

d. All of the above.

Which job in an ad agency is considered "the orchestra leader?" a. Account planner. b. Creative director. c. Media director. d. CEO. e. Account manager.

e. Account manager.

Which of these is not a department in an advertising agency? a. Creative. b. Production. c. Media. d. Account services. e. Shipping.

e. Shipping.

Which of these is NOT one of the stages of the creative process model? Preparation, intuition, illumination, incubation, or verification.

Intuition.

Which of the following is a dept in an ad agency? a. Acct service. b. Transportation. c. Corporation comm. d. Financial planning. e. All of the above.

a. Acct service.

Who founded the ad agency that is now Foote, Cone and Belding? a. Bruce Barton, b. Ray Rubicam, c. John Orr Young, d. Albert Lasker, e. Bill Bernbach.

d. Albert Lasker.

Who created America's first big marketing success?

King Gillette

Original means of agency compensation?

15% agency commission.

Who were ad's big 3?

David Ogilvy, Leo Burnet and BIll Bernbach.

Ad's first account/creative team was composed of:

Helen and Stanley Resor.

What percent of business execs look up people on FB? a. 54% b. 44%. c. 37%. d. 46% e. None of the above.

a. 54%.

Which of these statements defines the account services dept within an agency? a. ID's the benefits a brand offers, the target audience, the best competitive position and develops a complete promo plan. b. Builds the media plan, implements the plan by making buys. c. Creates strategies and tactics designed to effectively meet the competitive challenge. d. Creates concepts and ideas that drive the advertising. e. None of the above.

a. ID's the benefits a brand offers, the target audience, the best competitive position and develops a complete promo plan.

Brand identity is: a. The mental impression. b. The immediate and distinct recognition of the brand by its "markers." c. Using the values of the brand as growth "currency" to enable the client to take it into other markets. d. The image that will attract the target audience to the brand and keep them there. e. None of the above.

b. Immediate and distinct recognition of the brand.

What is meant by "out of scope" compensation? a. Based on "above and beyond" performance. b. Revenue that comes in outside the normal channels. c. Deliverables requested by the client beyond what was specified in the original scope of work. d. None of the above.

c. Deliverables requested by the client beyond what was specified in the original scope of work.

The media planning dept in an agency is responsible for: a. Administratively scheduling production and following through to the completion of the job. b. Developing the message that will be delivered and stipulates what creative forms the message will take. c. Determining how a client's message can most effectively and efficiently reach the target audience. d. Keeping track of tapes and other materials. e. None of the above.

c. Determining how a client's message can most effectively and efficiently reach the target audience.

Who said "Act on the maxim which you will to become a universal law?" a. Aristotle. b. John Stuart Mill. c. Emmanuel Kant. d. Albert Einstein. e. None of the above.

c. Emmanuel Kant.

Advertising is NOT supposed to accomplish which of the following: a. Persuade the consumer to buy, try or consider or a product. b. Provide sufficient information for the consumer to decide to buy or not to buy. c. Encourage the consumer to buy regardless of need. d. Make a conscious effort to ethically enhance the image of the product or company. e. All of the above.

c. Encourage the consumer to buy regardless of need.

The first female of an ad agency was: a. Helen Resor. b. Lydia Pinkham. c. Mary Wells. d. Celia Overton. e. None of the above.

c. Mary Wells.

Which of the following created the Unique Selling Proposition? a. Bill Bernbach, b. Mary Lawrence. c. Rosser Reaves. d. David Ogilvy. e. Albert Lasker.

c. Rosser Reaves.

Which of these describes brand affiliation? a. Captures the human characteristics that will allow the client to build a relationship between his/her brand and the consumer. b. The most compelling benefit of the brand. c. The image that will attract the target audience to the brand and keep them there. d. The tangible and intangible attributes of the brand that differentiate it from its competitors. e. None of the above.

c. The image that will attract the target audience to the brand and keep them there.

Which of these is NOT a type of primary research? a. Survey questionnaires used to accumulate consumer data. b. Focus groups. c. The internet. d. In-depth interviews. e. All of the above are forms.

c. The internet.

Which of these is NOT a media type? a. Radio. b. Television. c. Wall Street Journal. d. Magazines. e. All are media types.

c. Wall Street Journal.

Following America's industrialization, advertising was all about pitching products to the American people until what even caused a change in emphasis? a. Prohibition. b. Presidential election. c. World War II. d. Mass education. e. None of the above.

c. World World II.

Which of these is NOT a part of the creative brief outline? a. Problem that ad can solve. b. Target audience. c. Consumer insights. d. Distribution channels. e. Communication objectives.

d. Distribution channels.

Which of these is NOT a function of a PR firm? a. Advocacy. b. Litigation. c. Digital/social media. d. Guerilla marketing. e. None of the above are functions.

d. Guerilla marketing.

Domain relevant skills are: a. Skills that strictly have to do with work in the home. b. Apply to the right of eminent domain. c. Apply to complex situational problems. d. Apply to solving problems in a person's line of work. e. None of the above.

d. Skills that apply to solving problems in a person's line of work.

To whom do advertisers owe the most responsibility? a. Their own company. b. Their ad agency. c. Their stakeholders. d. The most vulnerable groups in society. e. None of the above.

d. The most vulnerable groups in society.

If 20% of the population accounts for 80% of your product's consumption... a. Add media to reach a higher percentage. b. Use different media for a CPM. c. Increase reach and frequency with a larger budget. d. Using more but different media would be inefficient. e. None of the above.

d. Using more but different media would be inefficient.

Which of these is NOT one of the paradigm shifts that helped create the need for advertising? a. Mass comm. b. Mass education. c. Mass production. d. Mass distribution. e. All are paradigm shifts.

e. All are paradigm shifts.

Which of these statements is NOT true? a. A frequency of one is ineffective. b. At a frequency of 2, the audience will remember the name. c. At a frequency of 3, the audience will remember the name and message. d. A frequency of 4 is optimal. e. All of the above are true.

e. All of the above are true.

By which of these methods does an ad agency find new business? a. Through an in-house business development team. b. Self-promotion. c. Search consultants. d. Luck. e. All of the above.

e. All of the above.

In building your own brand, which of these is necessary? a. Make the most of your degree. b. Network. c. Get involved. d. Stay focused. e. All of the above.

e. All of the above.

James Webb Young wrote in A Technique for Producing Ideas which of the following criteria? a. The world is made up of 2 kinds of people: the creatives and habituals. a. Creatives manipulate the habituals. c. An idea is no more or less than a new combo of old ideas. d. Creative people have the ability to see the relationships between disparate things. e. All of the above.

e. All of the above.

The account planner must be able to do which of these? a. Understand the meaning of the brand. b. Understand the target audience's relationship to the brand. c. Articulate communication strategies. d. Evaluate the effectiveness of communication in terms of how the target relates to it. e. All of the above.

e. All of the above.

Which of these are criteria of the creativity-relevant process? a. Look for solutions that aren't obvious to others. b. Throw out old strategies and pursue new ones. c. Appreciate and be comfortable with complexity. d. Refuse to prematurely pass judgment on ideas. e. All of the above.

e. All of the above.

Which of these are types of ad agencies? a. Full service agencies. b. Creative boutiques. c. Media specialists. d. Interactive agencies. e. All of the above.

e. All of the above.

Which of these criteria do you use in determining when to use a media mix? a. When a single medium won't reach the target market in sufficient numbers or with sufficient impact. b. To reach different types of audiences by lifestyle and demographic. c. To stress different product benefits based on the different characteristics of each medium. d. To increase reach during a specific or critical time period. e. All of the above.

e. All of the above.

Which of these is/are methods an ad can use to command a consumer's attention? a. Size. b. Color. c. Position. d. Novelty. e. All of the above.

e. All of the above.

Who established the 15% commission as a means of ad agency compensation? a. Rosser Reaves. b. Albert Lasker. c. J. Walter Thompson. d. Claude Hopkins. e. Cyrus Curtis.

e. Cyrus Curtis.